How Levi's Uses History (& Beyonce!) to Shape its Marketing with Tracey Panek

How does a 175-year-old brand stay relevant in a constantly evolving market?

Tracey Panek, Levi’s brand historian, joins me to share how Levi’s balances heritage with innovation to remain a cultural icon. From historical accuracy in marketing to the brand’s deep connection with customers, Tracey offers a fascinating look into how storytelling shapes Levi’s identity.

We dive into what exactly the role of a brand historian plays in modern marketing, how Levi’s taps into its rich archives to inspire future campaigns, and why authenticity is the key to long-term brand success. Tracey also shares incredible stories from Levi’s history—including how a pair of jeans helped tow a broken-down car and why some fans insist on being buried in their Levi’s.

If you’re passionate about branding, storytelling, and marketing that stands the test of time, this episode is packed with insights you won’t want to miss.

About Tracey

Tracey Panek is the Historian for Levi Strauss & Co. and Director of Archives at the company’s world headquarters in San Francisco. She manages the day-to-day workings of the Levi Strauss & Co. Archives as a key corporate asset, answering historical questions, assisting designers, brand managers, executives and other employees whose work requires historical materials in the Archives. She regularly hunts for unique vintage Levi’s® garments and unusual Levi’s® items to add to the Archives.

Tracey is a contributor to Unzipped, the company’s blog, writing about company history, vintage Levi’s® garments, and behind-the-scenes work in the Archives. She narrates the video series From the Levi’s® Archives on YouTube and From the Levi’s® Archives on TikTok. Tracey is the media spokesperson for Levi Strauss & Co. heritage.

Connect with Tracey:

https://x.com/TraceyPanek

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